Outdoor Advertising- The Largest B2B Media Network for the Out of Home Industry - NIVEA Expands its Participation in Vacation Connections’ Multi-Tiered Keeplan Winter Sports

Home

Intelligence

Latest Campaign News

NIVEA Expands its Participation in Vacation Connections’ Multi-Tiered Keeplan Winter Sports

Enhanced Campaign to Include Product Sampling With Media Overlay

NEW YORK, July 2005-- Vacation Connections announced today that its Keeplan Winter Sports Program has secured a renewal and expanded commitment from NIVEA Soft for the 2005-06 winter sports season, enabling the NIVEA Soft brand to more fully immerse itself in the vacation experience of female consumers visiting leading U.S. ski resorts. Vacation Connections is a full-service media, product sampling and event marketing company that reaches consumers in vacation settings, which independent research shows to be an optimal environment for marketers to make a strong impact that results in product trial and purchase conversion. By utilizing Vacation Connections’ Keeplan Winter Sports Program from November 2005 through March 2006, NIVEA Soft will deploy a powerful campaign featuring in-room product sampling reinforced by multi-touchpoint media, including on-mountain, transit and in-lobby at leading resorts. For the 2004-05 season – NIVEA Soft’s first with Keeplan Winter Sports – the company utilized in-room product sampling. .

Resorts participating in the Winter Sports Program package for NIVEA Soft include Vail, Killington, Beaver Creek, Squaw Valley, Park City and Telluride, among others. Keeplan Winter Sports, a division of Vacation Connections, is headquartered in Vail, Colo.

“This program takes product sampling to a new level of effectiveness,” said Brian F. Martin, president, Vacation Connections. “NIVEA Soft will be able to directly connect the product trial experience to the brand’s unique positioning by overlaying multiple media impressions on the day of, and the days immediately following, the sampling activity. On top of this, the media impressions will be seen in an uncluttered environment that is highly conducive to affecting consumer behavior, making this a very powerful opportunity for NIVEA Soft.”

Tracey Madden, Marketing Manager for Nivea body, said: “Through its product sampling and on-site media, Vacation Connections offers an extremely effective way to establish a dominant brand presence at top ski resorts. We are coming back to the Winter Sports Program, and expanding our involvement, because it has generated superior product trial and purchase conversion for NIVEA Soft.”

According to an independent poll of 1,000 Americans, almost eight in ten respondents think of themselves as being more open to trying new brands or considering an advertising message while on vacation. The survey also found that almost two-thirds of consumers would continue to use products they sampled while on vacation.**

About NIVEA

The NIVEA brand encompasses body care, facial care, shaving and bathing/shower products. Sold in some 150 countries, NIVEA products are trusted around the world. NIVEA stands for mild yet effective care and high quality at a reasonable price. Always in harmony with consumers' needs and wishes, NIVEA's total body care will be as appreciated tomorrow as the first NIVEA crème was back in 1911. NIVEA Soft is an intensive moisturizing crème that nourishes the skin with Jojoba Oil and Vitamin E and is dermatologically approved.

About Vacation Connections

Vacation Connections (www.vacationconnections.com) is the leading sampling and media company specializing in reaching target audiences while they are on vacation. The company’s targeted product sampling, event marketing and advertising programs reach more than 20 million consumers in environments including cruise lines; Las Vegas, South Beach, Fla. and Orlando hotels; national parks; ski and golf resorts; spring break settings; timeshares; spas; NASCAR vacations; and 50+ vacations.

Vacation Connections reaches vacationing consumers with an immersive branding experience that includes place-based advertising (VacationBoards™), in-room postcards (VacationCards™), solo product sampling, cooperative product sampling (VacationPaks™), experiential marketing (VacationEvents™) and print advertising in custom publications.

Vacation Connections’ clients include American Express, Absolut, Aventis, BIC, Glaxo Smith Kline, Unilever, Kelloggs, Johnson & Johnson, Colgate Palmolive, General Mills, Kraft, Wrigley, M&M Mars, Nestle, Pfizer, and Wyeth, among others.

View Keeplan's Network Profile: click here

Last Updated ( Tuesday, 19 June 2007 )

< Prev		Next >

[ Back ]

EZINE
NEW!! Download your copy of OUTREACH MAY 2008 Volume 1, 3rd Edition.
Click here to view / download
In this issue:
We are opening the vault to read and review over 30 outdoor media companies. In this edition we focus on youth marketing, big media platforms changing our landscape to the new companies to entering the network. Stay on top of some of the latest developments of top players in the industry and more. This month's edition is bigger and better than the last edition. From the response we are getting here, you're going to really like OUTREACH MAY 2008. Thank you for reading.
Read it here first or hear about later.

GON NETWORK LOGIN

Network Resources

*New* Article Archive

Newsletter Archive

*January Newsletter

FAQs

Newsletter Subscription

Super Bowl Commercial for GON

New Premier Members

Big Mouth Advertising

Mobile Billboards/Franchisor